Toronto Port Authority Rebrands as PortsToronto
A vector within the logo represents the various business units using a colour spectrum. The vector begins as a dark blue wavy line which represents the corporate brand and is both reminiscent of water and a nod to the heritage colour of PortsToronto’s predecessors. The line turns to a lighter shade of sky blue to represent Billy Bishop Toronto City Airport; then turns green to represent the Port of Toronto, where water meets land and ships come to dock; and then yellow to represent the Outer Harbour Marina and the sunshine and fair weather favoured by recreational boaters.
The line then turns into an ascending orange arrow to represent future opportunities including the 30 Bay Street office building which is currently in the early stages of development with joint venture partner Oxford Properties. The colour scheme in the vector will be reflected in all business-unit branding elements to connect each of the units together and then back to the PortsToronto corporate brand.
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http://www.portstoronto.com/PortsTo...-Port-Authority-Rebrands-as-PortsToronto.aspx